Industry News

Celeb Colorist Joins Joico in Launching New LumiShine Haircolor

Anne Moratto | July 29, 2015 | 10:55 AM
Johnny Ramirez is native to Los Angeles, growing up in East L.A. and specializes in “California hair” – subtle, versatile and “beachy.” Fearless with color corrections and master of natural and softly-composed highlights, his original muse was his daughter. Wanting to emulate her perfectly sun-kissed hair, he endeavors to create the “truest” hair color for every client.

Joico hair color and care company has tapped the talents of celebrity colorist and internet “phenom” Johnny Ramirez for the launch of their new color line, LumiShine, launching in September. Joico’s LumiShine Repair+ Permanent Crème and Demi-Permanent Liquid Color promotes shine and benefits "lasting up to 30 shampoos."

Ramirez, co-owner of Ramirez-Tran Salon in Beverly Hills, has created color looks for some famously beautiful women including Victoria Beckham, Nicole Kidman, Gwyneth Paltrow, Ellen Pompeo, Carrie Mulligan, Hilary Swank, and many more.   Joico will present weekly examples of his work with LumiShine, providing fomulas and expert tips.

“We’re very excited about our partnership with Johnny for Joico’s new color LumiShine. He’s got such an uncontrived air about him, even amid all of the popularity and attention he and the salon receive. He’s such a down-to-earth, cool and relaxed guy. He’s been so easy to work with and a true pleasure – just like his color!” said Valerie Robinett, Sr. Director of Digital Marketing and Communications for Joico.

To get this exclusive content and for more information about LumiShine and “The Joi of Healthy Color,” please visit starting September 1, 2015.


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